RB Collection

What RB Collection does

RB Collection Ltd. is a privately-held, family-owned UK luxury and specialist travel agency founded in 1985 and headquartered in a 'Luxury Travel Lounge' at Boley Park, Lichfield, Staffordshire. The company serves individual clients nationwide through direct sales channels (phone 01543 258631, email [email protected], in-person consultations, and an online enquiry form), offering tailor-made holidays across eight curated categories — Anchors Away (cruises), Calm & Collected (beach/spa), Culture Vulture, Epic Adventures, Family Time, Frozen Planet (ski/ice), Into the Wild (safaris), and Short & Sweet. The agency covers destinations across Africa, Asia, Australasia, the Caribbean, Central and South America, Europe, the Middle East, and North America.

The business is run by Joint Managing Directors Nathan Collins and Oliver Broad, supported by a small customer-facing team that includes Customer Support Manager Clare Buckley. The firm's underlying technology is intentionally minimal: it operates as a service-led travel agency with no proprietary technology platform, no public API, and no developer-facing integrations. Value is delivered through consultant expertise, supplier relationships with cruise lines (Oceania, Azamara, Explora Journeys, Riverside Luxury Cruises) and resort brands (Ikos Resorts as a Prestige partner), and content assets including a destination blog and live social-media reporting from team members.

RB Collection earns revenue primarily through supplier commissions on bookings — cruises, package tours, ATOL-protected flights, and accommodation — with an upsell path through the R.Bespoke Concierge add-on that handles in-destination reservations and special requests. The company is independently certified through ATOL (Civil Aviation Authority), ABTA, and AITO Specialist Travel Agent status, and has received multiple industry awards including Luxury Travel Agent of the Year, Small High Street Travel Agent of the Year in the UK, Lusso Awards in 2023 and 2024, and a 2025 AAAs Awards finalist nomination.

Name

RB Collection

Legal name

RB Collection Ltd.

Website

https://rbcollection.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

RB Collection is a family-owned, award-winning UK luxury and specialist travel agency founded in 1985 and based in Lichfield, serving individual clients nationwide with tailor-made holidays, cruise expertise, and an R.Bespoke Concierge add-on via direct phone, email, and lounge consultations.

Ownership category

akta.pro rank

Product category

Luxury Travel Services

NAICS

Travel Agencies (561510)

akta.pro primary industry

Luxury Travel Agencies (THAKAFAA)

akta.pro secondary industries

Luxury & Premium Leisure Travel Agencies (THAKABAC), Family, Honeymoon & Romance Travel Agencies (THAKABAE)

Keywords

• Luxury travel agency
• Bespoke holiday planning
• Cruise specialist
• Travel concierge service
• Luxury tour operator

Headquarters

HQ city

Lichfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Infrastructure, Supply Chain

Revenue model

1. Travel Agency Commissions: RB Collection acts as a travel agent earning commissions from tour operators, cruise lines, hotels, and other travel suppliers. They sell ATOL-protected holidays and package tours, receiving revenue through supplier commissions and service fees.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

RB Collection is an independent, family-owned luxury travel agency that designs, books and manages high-end holidays, cruises and experiential trips for individual clients. It sells ATOL- and ABTA-bonded itineraries across destinations such as the Maldives, Dubai, the Caribbean, the Far East, the South Pacific, the USA, the Indian subcontinent, Africa and Europe, and offers a premium R.Bespoke concierge service plus specialist preparation services for weddings, new parents and clients experiencing menopause.

Product overview

RB Collection is an award-winning luxury and specialist travel agency based in Lichfield, Staffordshire, operating for four decades. The company offers a comprehensive suite of travel services centered around bespoke luxury holidays and cruise specialist expertise. The core offering consists of tailored travel packages across global destinations, supported by dedicated holiday preparation services and the R.Bespoke Concierge add-on for special touches. Holiday types are organized into eight categories (Anchors Away for cruises, Calm & Collected for beach/spa, Culture Vulture for cultural trips, Epic Adventures, Family Time, Frozen Planet for ski/ice, Into the Wild for safaris, and Short & Sweet for quick getaways). The company partners with major cruise lines including Explora Journeys, Azamara, Oceania, and Riverside Luxury Cruises. Financial protection is provided through ATOL and ABTA memberships.

Differentiator

Problem solved

Functional benefit

Brands

• R.Bespoke Concierge: A concierge service offered to clients for arranging special touches to holidays, including dinner reservations, attraction and excursion tickets, and special room requests.

Products and services

• Luxury Holiday Packages End-to-end design, booking and management of bespoke luxury holidays for individual clients, spanning destinations including the Maldives, Dubai, Indian Ocean, Caribbean, Far East, South Pacific, USA, Indian subcontinent, Africa, Middle East and Europe. Each itinerary is tailored to client preferences, themed by holiday type such as honeymoon, family, culinary, once-in-a-lifetime, adventure or wellness, and is ATOL- and ABTA-bonded for financial protection.
• Luxury Cruise Services Specialist cruise booking service offering itineraries with premium cruise lines including Crystal, Silversea, Scenic, Explora Journeys and Regent Seven Seas. Intended for affluent individual travellers seeking all-inclusive luxury cruise experiences, with curated sailing selection, cabin booking and onboard experience coordination.
• Preparation Services Specialist travel preparation services designed around three life-stage categories — Menopause, New Parent, and Wedding — supporting clients with destination advice, packing and pre-trip planning tailored to their specific circumstances. Sold as a standalone preparation accompaniment to luxury travel clients.
• R.Bespoke Concierge Service Premium concierge offering providing high-touch, personalised support for complex or non-standard luxury travel requests that fall outside the main holiday and cruise catalogue. Targeted at affluent clients requiring bespoke arrangements, exclusive access, and on-call assistance.
• Luxury Travel Lounge Consultations In-person, consultative travel design service delivered from RB Collection's luxury travel lounge in Lichfield. Provides clients with a private face-to-face experience to plan luxury holidays and cruises with agency advisors.

Quantifiable outcome

• Significant cost savings through supplier relationships (4-figure sum saved on Silversea Cruise)

Named customers11 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• AITO (Association of Independent Tour Operators)coreStrategic or Co-development PartnerRB Collection is an AITO Specialist Travel Agent, part of an exclusive club of UK's leading independent travel agents. AITO promotes choice and quality in travel and is the preferred retail arm of the Association of Independent Tour Operators.
• Oceania CruisescoreChannel Partner/ Reseller/ DistributorRB Collection has worked with Oceania Cruises for many years and has stepped onboard their ships personally to gain first-hand knowledge. They offer return flights, airport/port transfers, pre/post land packages, full board, WiFi, gratuities, and ATOL/ABTA protection.
• Azamara CruisescoreChannel Partner/ Reseller/ DistributorRB Collection partners with Azamara Cruises who pride themselves on spending more time in port. Their boutique ships take up to 688 passengers, allowing closer destination port access.
• Explora JourneysminorChannel Partner/ Reseller/ DistributorExplora Journeys challenges the luxury cruise market with state-of-the-art vessels taking around 920 guests maximum. RB team has been onboard and can vouch for service levels.
• Riverside Luxury CruisesminorChannel Partner/ Reseller/ DistributorRiverside Luxury Cruises operates luxurious river cruise boats. RB Collection has received positive client reports about their river cruise experiences.
• Ikos ResortscoreChannel Partner/ Reseller/ DistributorAs an Ikos Prestige partner, RB Collection clients receive additional perks and benefits when booking. This is an elite club of partners recognized for their knowledge and dedication to the Ikos brand.
• ATOL (Air Travel Organisers' Licence)coreStrategic or Co-development PartnerRB Collection holidays are ATOL protected by the Civil Aviation Authority. ATOL protection extends primarily to customers who book and pay in the United Kingdom.
• ABTAcoreStrategic or Co-development PartnerRB Collection provides ABTA protection for customers, ensuring financial protection for travel bookings through this recognized travel association.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Audley Travel: UK-based luxury tailor-made travel specialist with a network of country specialists, directly competing with RB Collection in bespoke luxury holidays and high-end customer service.
• Elegant Resorts: UK luxury tour operator offering high-end villa and resort holidays with concierge service, overlapping with RB Collection's luxury holiday offerings and customer profile.
• Cazenove+Loyd: Luxury bespoke travel company serving high-net-worth UK and international clients with personalized itineraries, comparable in service intensity and price point.
• Trailfinders: Large UK independent travel agency offering tailor-made holidays worldwide with personal service, comparable business model and target customer base to RB Collection.
• Original Travel: UK luxury tailor-made travel company with handcrafted itineraries and a strong content/blog presence, mirroring RB Collection's luxury positioning and curated approach.
• Turquoise Holidays: UK luxury travel specialist focused on long-haul bespoke holidays, sharing a similar customer base of affluent leisure travelers and supplier partnership approach.
• Travel Counsellors: UK homeworking travel agency franchise with personalized service for leisure and corporate clients, sharing a commission-based model and independent-agent ethos.
• Not Just Travel: UK travel agency franchise network offering personalized holiday booking with homeworking agents, directly comparable in service model and customer segments.
• Journey Latin America: UK specialist travel company offering expert-led tailor-made trips to Latin America, sharing the boutique specialist travel agency model with deep destination expertise.

Others

• ITC Travel Group: UK consortium of independent travel agents providing shared supplier relationships and marketing support; RB Collection participates in AITO, a comparable independent agent association.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/rb_collectionpix
• LinkedInlinkedin.com/company/rb-collection

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about RB Collection